 Wait for a minute more just to start. Okay, hi guys. Good evening. My name is Devanshu and here's Vid. We're going to be speaking about how we use content marketing to grow our traffic level 100% in eight months. You can call me Dev, but I'm not the Dev. Okay, we got the same response national. We weren't expecting two months. So what is content marketing? I'm sure Felix covered it to an extent. How you distribute relevant content for your audience is how we term it as content marketing. So we approach content marketing with a couple of strategies in mind. We researched what are the industry specific topics that are trending right now, especially later Drupal. And then using that we are attracting relevant content. Rinse and repeat the first two things and then you convert your prospective clients into sales for that. But it wasn't that simple. We faced a couple of hiccups in terms of trying to generate technical content, especially from a marketer as me. So Vid's going to share in terms of what are the problems that we face while you're trying to generate technical content. So hi. How many of you have tried doing content marketing at your agencies? I guess, yeah, all of us tried that. So I think the common problems that we faced as well and I'm sure most of us are facing is getting the first problem is getting the technical team or the developers to expect them to write content, right? Probably one out of 10 developers will be willing to do that and finding that time from them is again another problem. So the biggest problem was getting technical content or semi-technical content generated from the technical team. Now, while we do that, why it is very important because today on content marketing, content is the king. We deal with C content management systems. But as a marketing from Google ranking perspective or organic traffic, there's nothing better than free traffic and free targeted traffic. So our goal before we started this journey in this process was to start getting free targeted eyeballs from organic search and from there on and that too just following trying to explore the technical skillsets that we had in house. So that was the goal of this process which we are going to talk about next. Okay, so and then we shifted in terms of our understanding of what are the basics for content marketing. Most specifically went for Drupal as to where we want to generate a target audience from. So we made a plan called the triple PRT plan. And the screenshots that you see here on are actual screenshots of our emails, of our stats, all of that. So what we did was we created focus areas. So developing Drupal digital strategies. The list that you see are actual in terms of topics that are vetted by our technical team, by the business team if they're able to generate that content. So that kind of research we call it the bucket list of topics that needs to be generated over the next three months. We did a foresight for the next three months and created those topics and started generating content around that. So basically what we did was then after the topics were selected we started with the basic process where we create the structure. So the content and the technical team sit together do that enough research and get that structure vetted by the tech team. So we have a very strong feedback loop with the technical team. So once they're given enough feedbacks this is how feedbacks are given. So we use Google Docs, we don't use fancy SaaS softwares but yeah, Google Docs work for us. So those are actual in terms of comments that are given by teams and that's how we're generating our content. So the only aspect that we're doing the brief that was given to our content team was if the content piece that you're not writing is not the best piece out there. It's not in terms of do not write that because people if they want to talk about your content if they want to share it, it has to be that. We're focusing on quality over quantity at any point. So that's absolutely clear with the brief that's given out to the teams out there. So now this is the structure. So as I said, we have a very simple process. So as I said, the developers do not have the enough time or do not have the willingness to write full-fledged articles and content. So that's where we made it in the two-step process. Okay, we asked our dev team how much time do you think... We tried that, we're not asking them to write full articles. They need eight hours, seven hours to write a full, good article which they are happy about. We don't have that time. Then we asked, okay, how much time do you really need to just put in your research and put in your skill in a raw way in a document. They said one hour. Okay, so if I worked on, say, Apache Solar Implementation, I can really put in some useful links and put in my notes, give no references. So this is structure preparation, is what the developers are willing to do. It doesn't bring them their writing skills in, right? So that's the first part where the structure is done by the dev team. And this structure is taken over by the content marketing team and they use this information and the search by going through this nice feedback loop and then they generate the final content. And it is easy for the developers to really read the final version and say, no, I think I like it. This is what I wanted to convey. So that's the feedback loop we are talking about. So yeah, that's all feedback that's given out and progress, of course. So this is an actual screenshot of how we are measuring on a weekly basis what was the goal that was set out and what was achieved and all of that. So it's very important to keep in terms of check, of course, for that as well. So yeah, week 39, we did two articles, week 36. So some information is adapted, of course. So realistic. So this was the feedback loop that was actually there. So there's a monthly topic bucket that we generate, gets reviewed by the tech team. Well, the structure is there. There's multiple feedback loops and we hit publish. So we'll make the presentation available for everyone on the website as well. So you can just ask questions here. But you can click pictures as well. So time your goals, of course. So this is an actual content production calendar that we have. So if you see up there, so second of the month, there's a report that needs to be submitted in terms of what was done the previous month. So if you see body structure and then content, so we divide a general article into three phases where the structure is done and the content is done and the final body gets published as well. We see in terms of how many hours are we investing on a weekly basis as well in the month. This is what happened. So this is what happened. This is an SCM rush screenshot. And that's how we, in terms of group of content, so we invested a lot of time initially to make sure that we are creating that valuable content for people out there who can find us through Google searches or any other search engines for that matter. Yeah, yeah, that's fine. So what we didn't do, I mean, of course, that's what we did. So none of this stuff. So no quick hacks, no keyword stuff in black hard gray hat techniques. There was never, so I mean, what we have seen with content teams, essentially they're given a brief of put these five keywords and repeat that, no, none of that. So there was a topic that was discussed and because Google's algorithm is so advanced, using LSI latent semantic indexing, even if you end up using synonyms or words that stand for the same thing, your article will rank if it's providing valuable content out there. So don't have to worry about keywords at all from that aspect. Nothing in terms of quick back linking, none of that. I've seen people using press releases as a quick way to generate backlinks and create their credibility if your article is the best out there, people will automatically link to you. People will automatically distribute it. You don't have to worry about that. So, yeah, no black hat or gray hat techniques. What we did do was all of this. So minimal quality content. We focused on grabbing UI walls. So something we experimented as well was inbound blogs and guest blogs. So a lot of authors out there, especially technical ones, they do not have a platform to write on. So we invited them. You can always use our website to put your content in. Of course, there's a complete writing process that we follow in terms of if there's unique content, of course, in terms of giving enough value to our user as well. Outbound is something we're still in the process of doing, but we are there. So we, in terms of reach out to technical publications, to be able to put out content out there. So we're creating a new platform, per se, to put content out there and get relevant traffic as well. So by learning something earlier, experimentations and lessons, something that we focused on was that we are listening versus listening to us. So we generate content for the people versus whatever we feel like. So we research in terms of what are the trending topics and what are people searching for, what is the potential in terms of new technologies that are coming into place, and generated content around that. If I'm going to pass, let me know. So this is another screenshot from Google Analytics. If you can see, so new visitors, 81.7%. I mean, the more content they were producing, people get in terms of attracted to via Google and other search engines as well. Yeah. So this is eight months, and that's how we grew traffic. Those are actual numbers that we have. What worked the best? Okay, so being practical for personal in terms of our content out there, and also being a constant at industry events. We started out with 2018, back camp 2018, we were there. So a couple of camps in India, mid-camp Chicago, we were there, back camp 2019, we were there, and now we're here. Okay, so you have to grab new eyeballs. You have to make sure you're heard. Your branding needs to be consistent with what you're producing, and you have to be in terms of available in the community to do that. So how business sync with content? This is where it will come in. So now, this was the part where we, okay, we figured out a process where we were able to generate content and good quality content. Now, let's come to the important part. How do we generate business? We have been generating content. How do we generate business? So we identified different focus areas. So for this example, we identified three focus areas. We have done some systems, some solutions on LMSS, Drupal, Drupal, Federated Search. So we wanted to sell this, essentially. We had already put up the right process of this review and rinse and repeat process to generate the content. So the most important part is to identify your focus area and then really go deep into working with the content team and the business team, essentially figure out what kind of, create a bucket list of topics for say the next quarter or the next two months against your focus areas. And it's not about just writing one article or creating one page about one focus area. You really need to create multiple set of corner, multiple blog and articles about one focus area so that someone coming on your site really goes through and builds the kind of trust that is needed. They're not just created a landing page to convert. There's really information on this site about this focus area. So the business team works with the content team to finalize this bucket list of the article in the focus area. And this is what has resulted. We followed the same process we discussed right now and on pretty important focus area keywords Drupal and Drupal as LMS or even Drupal LMS we ranked on the first page. So this was, there's nothing new or anything specific done. No effort from SEO perspective. If you talk about SEO, a lot of things come in and SEO is in the science itself but we did nothing apart from writing vetted and quality content and going through this process and this is the results, actual results from there. And then just about the measurements this is from analytics and our focus area was as I said in the beginning was to grab new eyeballs build the trust around our focus areas and then convert them. So as you can see majority of our traffic comes from Google free organic traffic from the focus area which is very useful which has turned out to be useful and as Devanshu said if your content is good people will distribute it and we have been getting decent amount of traffic from newsletters so weekly drop and other feeds who are actually consuming our content as well. This is the official Drupal newsletter that gets wrote out every week. You guys must be aware of that. Yeah. And yeah. So again, so when you're out there now generating that content these are the questions essentially that we kept asking before we put out the hit the publish button does it have more to offer what your competition is offering? Do you think it'll get referenced in an external publication? Would you be trusting this content yourself? Okay. How? Of course. Mobile friendly. Okay. So that's a no brainer as well. What is the substantial value that it provides in the search results is also very important. For example, Decouple Drupal if there are nine other results out there on Google what is the value those nine are providing and what's the value you guys are providing when you're generating content out there. So this is what we did. I think we're just in time for five, six minutes. So give value, give value and then ask for business. Okay. So we're not asking for businesses yet. We're still giving value. This is what we like to believe. Okay. And our prospective customers find us through the content itself that we generate. So I think we can be open to questions. Yes, please. So Claudia, I think you zip past the traffic. Yeah. Sometimes it's important to take eight months too long a period. Yeah. Yeah. So it's important for my team to stay in the course if you're doing something. Oh, absolutely. Yeah. So how do the the growth break up first four months versus the next four months because you need to keep getting the feedback on the course if you're doing the right thing. Absolutely. So during so when we were tracking it via Google Analytics via ACM rush as well. Of course. Okay. So you need to have any progress for the first two months, three months, and that's the in terms of the incubation period that will be there irrespective of however you are. If you stay true to the course in terms of generating quality content out there. So you will see next here and there. For example, the references in quality publications might already start coming in. You don't have to wait for Google search results to give you that sort of traffic spurred as well. So yes, it's very important and only if you see eight months here, okay. So. Three months. Yeah. Three months. So that's has to be there. So three months, you have to be really patient and keep on doing what you're doing and you will start seeing results in three months. Yes, please. I can see there's a clear correlation between creating content or creating the visitors and in terms of when you're reading the content. Is there a direct correlation between even reading the content and increased growth and if you're actually engaging with content and managing business coming in or I don't know if you see that in the web. Yeah. So I didn't hear the question completely, but I think I got your question. So it was about I think you asked if the traffic is growing, is that converting into business? Is that correlation? Yes. And also, this is a great start 100, 100% I'm interested in the number of percent you choose for actually Oh, yeah. Okay. So what happened with us? Now, since we did this the first three months, we were not really doing the focus area. We were just generating content and random topics which we found relevant. The moment we started focusing on focus areas, we grouped our topics, we'll not write about anything else. These are the three areas we want to write about. And after that we started getting leads which really converted from that. The reason also we didn't do that initially is because you need to build credibility as a content influencer in the market. Okay. So if we started right off with focus area at the start, it would then become too salesy. So you have to first give I think value back and then probably, yeah. One further question. Looking at some of the contents which you have published, it's quite heavy and focused. Yeah. I wonder who your audience is. Yes. So our focus area, our audience, we are an agency back in New Delhi. We work with the other agency to help them extend their team. So that's why you see a little bit more of tech content. But if you explore our site, you'll see pretty much a decent ratio between business content and technical content. Yeah. So personas work kept in mind who a potential customer is going to be. Yeah. Yes. I just wanted to know how big your company is. How many people are working with you? Yes. Okay. So there are two full-time content developers and we are a 54 people company. But there are two full-time content people and probably eight of the six to eight people from the tech team support them in doing the research. Yeah. Yes, please. Yes. Is your call to action just basically get in touch with us? Yeah. Yeah. So that's the next part we are starting to focus on. Organic traffic start getting the first eyeballs. We were not really invested too much time and into focusing on increasing the conversion rate. So that's the next step now since we have the traffic that will be the obvious next step to optimize from the conversion perspective. You haven't done that. No. No. The only city right now is yes. Drop a line to us. Yeah. Just curious any rich content you had videos that we are investing in slideshare and getting those that same content converted to slides as well so that people can easily digest that. Again, you can vote those slides to a couple with the audio book as well. So that becomes a video. So we're exploring all of that. But right now it's we absolutely focus on long form content. Yeah. Yes, please. How long typically does has it taken for someone to sort of read a piece of content that you've put out to then becoming a journey? I mean, I would love to find that answer for myself. But yeah. So, again, the idea right now is in terms of we're not looking at immediately conversion. We're not, we're not looking at that. For example, learning management systems is something we've generated a lot of content around that. So we want people to explore that as a self opportunity and then get in touch with us. Okay. The short answer is I don't know that but yes, there are a lot of efficient techniques in there. Okay. Let's see. But again, we want in terms of initial service with our potential customers who get in touch with us. I mean, I think it's taken about a week to just to get in touch with us. The sale cycle in Rupal is slightly longer. Okay. So that takes about a couple of months, three months to get that final sort of conversion. Right. So one mistake but what I've seen a lot of people experience that's very important but your good website is only as good as the kind of traffic you're getting. How many people are actually getting to experience your website? That is one part. So parallel even if you're trying to revamp your website from business lead generation perspective, I would say start doing content marketing day zero. So that you build up while you are launching your fresh website and then when you have a decent amount of website, how many are you converting? The first thing is to bring volume of traffic. Yes, please. So for the give value give value and ask how are you in the ask part are you actually trying to please subscribe to it and use that to you actively trying to go after them to ask for some help? Oh, so yeah. Good question. So we are right now in terms of we haven't started out an official newsletter for our own website. So right now we're grabbing those email IDs and then we'll be talking about we haven't really gone out there. So we focused on content as inbound marketing technique only as of now. Okay. Yeah. Do you have a statistic of your bounce rate? Yes. Yeah. So last I think it was 60 percent. Yeah. Which is high. So that is something it's been constant and that's the thing what happens with organic traffic. So you'll whenever if you split your traffic with local newsletters or organic organic bounce rate will always be high. So we had something around 66 but I think that can be a little bit controlled once we are working on a new website so things might change but that's a known point definitely and you will face it if you're doing you know getting organic traffic you will have issues with bounce rate but then you don't need who are the people who bounce off people who are landed on your website but on your page or your content for say Dicapal Drupal but it might also be ranking us for a lot of other keywords in that article so we are not relevant to them so we are not really bothered about too much about the bounce rate as long as you know the targeted people are staying. I think we're just in time to wrap up. Oh yeah please. You said that you you have a target group to make content for other agencies to work with you but what do you think did you try to get the right businesses actually and clients with this marketing tax? Yeah we did so one of the focus we did actually so there are a lot of different kind of clients who have some kind of tech team in house as well even though they are not agencies so those kind of customers as well yes. So that focus area was very good. So you can always see that session. Okay. Yeah.